Retail and online marketers take note: Despite the pandemic growth of e-commerce, recent research indicates that consumers still prefer to shop in traditional retail stores vs. online, as reported by Marketing Charts. A survey of U. S. adults conducted in February by Morning Consult showed that, when asked how they "typically prefer" to shop, 41 percent of all adults said in a store and 29 percent said online. For adults with household income less than $50,000, the difference was even more dramatic: 45 percent in a store vs. 27 percent online. The variation across generations was also notable: Baby Boomers by far prefer shopping in a store (47 percent in a store vs. 24 percent online). Gen Xers are next (41 percent in a store vs. 30 percent online), followed by Gen Zers (38 percent in a store vs. 30 percent online) and then Millennials (36 percent in a store vs. 34 percent online).
This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.
Comments